Please help with Discussion Questions CS 8-1 , CS 8-2, & CS 8-3.

Net Effect NEUTRAL NUMBER OF EXPOSURES AFFECT Negative Tedium Factor NEGATIVE AFFECT Figure 8.5 TWO-FACTOR THEORY OF MESSAGE REPETITION Advertisers find positive effects for repetition even in mature product catego- ries: Repeating product information boosts consumers' awareness of the brand, even though the marketer says nothing new. However, as we saw in Chapter 6, too much repetition creates habituation, whereby the consumer no longer pays attention to the stimulus because of fatigue or boredom. Excessive exposure can cause advertising wear-out, which can result in negative reactions to an ad after we see it too much. Research evidence indicates that "three's the charm" when it comes to exposing an audience to a product claim. Additional messages tend to trigger skepticism and actually reverse any positive impact. 84 The two-factor theory explains the fine line between familiarity and boredom; it proposes that two separate psychological processes operate when we repeatedly show an ad to a viewer. The positive side of repetition is that it increases familiar- ity and thus reduces uncertainty about the product. The negative side is that over time boredom increases with each exposure. At some point the amount of boredom exceeds the amount of uncertainty the message reduces, and this results in wear- out. Figure 8.5 depicts this pattern. Its effect is especially pronounced when each exposure is of a fairly long duration (such as a 30-second commercial). The two-factor perspective implies that advertisers can overcome this problem if they limit the amount of exposure per repetition (e.g., use 15-second spots instead of longer commercials). They can also maintain familiarity but alleviate boredom if they slightly vary the content of ads over time-although each spot differs, the campaign still revolves around a common theme. Recipients who see varied ads about the product absorb more information about product attributes and experience more positive thoughts about the brand than do those who see the same information repeatedly. This additional information also allows the person to resist attempts to change his or her attitude in the face of a counterattack by a competing brand. 86 How Do We Stru cture the Argument?Chapter 8 . Attitudes and Persuasive Communications More recently, private anti-smoking groups began much 315 more aggressive advertising. The Truth campaign focused on teens went nationwide in 2000. Recognizing that kids All of these approaches are having an effect, with the smoked because they wanted to rebel, they used that image number of smokers in the United States at a new low of 16 to challenge young sm ng smokers with a question: "Are you really percent, compared to 42 percent in the 1960s. Advertising rebelling by giving all of your money to these big corpora- cannot take all the credit; bans on smoking in public spaces, tions run by old white guys?"151 taxes on cigarettes, and extensive education and quit-smok- The Centers for Disease Control decided on a different ing programs have all contributed. 1 But the CDC credits strategy, sponsoring ads that featured smokers who were ad campaigns with making a difference, including creating a spike in calls to its 1-800-QUIT-NOW hotline. 161 experiencing the results of their habit. One shows a woman Whether selling cars or encouraging smokers to who has to speak with an artificial device because her voice quit, advertisers have a number of persuasive approaches box has been removed explaining that she misses singing available for use. Considering the many factors involved lullabies to her grandson. Others feature people who have in the decision to start or quit smoking, multiple ad ap- lost their teeth, a woman who had a premature baby, and a proaches will be needed to persuade someone to make a man with a hole in his throat-all results of smoking. 152,153 change. Just as with the marketing of products and ser- Do these fear appeals work? The research says yes- at vices, our target markets are not always as homogeneous least for some. These types of appeals appear to be most as they might appear, so different appeals will work with effective with "prevention-focused" people who are con- different sub segments. Choosing the right ones just may cerned with possible negative outcomes. 54 However, one help someone avoid an early death due to cancer or heart experiment found that s disease. that scary images had the opposite effect on some adolescents, making them more at risk for future smoking. It may be that they responded in a defensive man- DISCUSSION QUESTIONS ner that caused them to downplay the health risks portrayed CS 8-1 What is another health, political, or philanthropic in the graphic photographs. 155 cause that could benefit from an advertising cam- In contrast to prevention-focused people, those who are paign? Create two taglines that could be used: one "promotion-focused" are concerned with aspirations and for people who are prevention-focused and another achievements. 15 A PSA released by Ireland's government for those who are promotion-focused health service (and later used in New York) may be more ef- CS 8-2 Health warnings have appeared on cigarette pack- fective for this personality type. In this ad, people lip-synced to ages for almost 50 years. Discuss how habituation Gloria Gaynor's anthem "I Will Survive," as they decide to quit (from Chapter 6) may be a factor affecting their cigarettes. A campaign in Florida focused on the positives of effectiveness. In over 80 countries, graphic images quitting with the tagline, "Quit smoking and you quit all the crap related to smoking's effects must also be shown on that goes with it. You Quit. You Win."158 Angela Rodriguez, the packages. Why or why not might this help VP of strategic planning and Insights at Alma, who produced smokers decide to quit? the ads said, "We . . . learned that those same scare tactic ap- CS 8-3 How can a marketer determine what kinds of appeals proaches don't always connect, so we shifted our strategy to a will be the most persuasive in making the case for a more empathetic one . . . The result is [a] very emotive creative product or cause? Design a simple experiment using that is respectful of the smokers we are trying to reach."159 the cause you chose for question CS 8.1 above MyLab Marketing If your instructor has assigned these, go to the MyLab to complete these writing exercises. 8-42 A government agency wants to encourage people who have been drinking to use designated drivers. What advice could you give the organization about constructing persuasive communications? Discuss some factors that might be important, include ing the structure of the communications, where they should appear, and who should deliver them. Should it use fear appeals? If so, how? 6-43 Contrast the hierarchies of effects the chapter outlines. How should marketers take these different situations into account when they choose their marketing mix?APPLY 8-32 Think of a behavior someone does that is inconsistent in the ad or to write down reactions to the claims the with his or her attitudes (e.g., attitudes toward choles- message makes. How much skepticism regarding the claims can you detect? terol, drug use, or even buying things to make him or her stand out or attain status). Ask the person to elaborate on 8-38 The chapter discusses the important problem of med. why he or she does the behavior, and try to identify the ication adherence. How can healthcare marketers way the person resolves dissonand elements. strengthen the link between intentions and behavior 8-33 Devise an attitude survey for a set of competing auto- to boost the rate at which people actually take their mobiles. Identify areas of competitive advantage or prescribed medications? Devise a communications disadvantage for each model you include. strategy to increase the adherence rate. 8-34 Construct a multiattribute model for a set of local 8-39 Make a log of all the commercials a network television restaurants. Based on your findings, suggest how res- channel shows during a 2-hour period. Assign each to taurant managers could improve their establishment's a product category and decide whether each is a drama image via the strategies described in this chapter. or an argument. Describe the types of messages the 8-35 Locate foreign ads at sites like japander.com in which ads use (e.g., two-sided arguments), and keep track of celebrities endorse products that they don't pitch on the types of spokespeople who appear (e.g., TV actors. their home turf. Ask friends or classmates to rate famous people, animated characters). What can you the attractiveness of each celebrity, then show them conclude about the dominant forms of persuasive tac- these ads and ask them to rate the celebrities again. tics that marketers currently employ? Does the star's "brand image" change after it's paired 8-40 Collect examples of ads that rely on the use of with cheesy ads? Based on these results, what advice girlge metaphors or resonance. Do you feel these ads would you give to a manager who has to choose sibert are effective? If you were marketing the products among endorsement offers for a famous client? would you feel more comfortable with ads that 8-36 Collect ads that rely on sex appeal to sell products. -moo use a more straightforward, "hard-sell" approach? How often do they communicate benefits of the actual Why or why not? product? How effective do you believe they are? 8-41 Create a list of current celebrities whom you feel 8-37 Observe the process of counterargumentation by ask- typify cultural categories (e.g., clown, mother figure, ing a friend to talk out loud while he or she watches a and so on). What specific brands do you feel each commercial. Ask him or her to respond to each point who could effectively endorse? Iborige ral Anti-Smoking Advertising-Can You Be Scared CASE STUDY into Quitting? Most advertising is focused on encouraging consumers to a cigarette. However, the many factors involved in the deci- buy products or services. But advertising can also be used sion to start and to continue to smoke create the need for to discourage the use of products considered to be harmful. persuasive messaging involving more than just facts. One of the best examples of this is the use of advertising A form of this messaging began with the Federal focused on discouraging smoking. Over many years, differ- Cigarette Labeling and Advertising Act of 1965 that man- ent types of ads have been used-informational, funny, and dated warnings be placed on each pack of cigarettes stating in some designed to be very shocking-all focused on con- clear terms: "Caution: Cigarette Smoking May Be Hazardous vincing smokers to kick the habit, or better, to never start it. to Your Health."149 Early anti-smoking ad campaigns began Smoking is America's leading preventable cause of appearing around this time and were largely executed as pub- death and illness, responsible for more than 480,000 deaths lic service announcements, free TV airtime mandated by the each year-about 1,300 deaths per day. Each year in the Federal Communications Commission, 160 The ads focused United States, more people die from smoking than from on explaining the dangers of smoking and making it seem murder, suicide, AIDS, drugs, alcohol, and car crashes- less socially acceptable to smoke. This advertising had some combined. 148 One would think that compelling statistics like effectiveness, but had to compete for time on the air with these would scare anyone away from taking a single puff on other good causes such as preventing forest fires